WT畜牧兽医药业公司发展战略研究

发布时间：2018-05-09 05:51

本文选题：WT畜牧兽医公司 + 兽药及医疗仪器　；参考：《华东理工大学》2017年硕士论文

【摘要】：对于保障动物正常生长和防治疫病来说,兽药是重要资源,同时兽药也是对于畜牧业的重要支撑.因此,兽药以及衍生的诊断试剂和医疗器械等,既保护动物健康安全,又关系到人民食品安全,承载着保护人类健康的重任。跟据统计数据,我国规模以上兽药企业达到六百余家,产品共二十九个剂型,约两千个品种,这些产品有的会出口到北美、欧洲、非洲、东南亚等地区。2001-2011年我国兽药行业工业总产值复合增长率超过了20%。而且,国家在近几年加快了一些相关措施,如GSP认证、GMP认证、行业规划、技术更新等,以加快兽药行业的整合力度,大力推进我国成为兽药行业的发展。WT畜牧兽医药业公司定位是一家专业致力于畜牧兽医相关产品的研发、制造与推广的高新技术企业。公司创办于1992年,产品涉及动物药品、检测试剂、动物标识以及兽用医疗器械和机器设备等,历经20载风雨,现在公司总体规模过亿,很多产品在行业内占有一席之地,有较高的知名度和良好的口碑。现在,兽药行业的市场容量提升速度减缓,但是刚性需求在短时间内并不会改变,中国始终是全球兽药的最大潜力市场,业内各企业也将在中国市场展开激烈的竞争。然而,随着养殖行业的集约化发展,该行业需要新的布局和要求,越来越多的注意力被放在了预防保健与生物安全建设的生物兽药、中兽药等方面,更加严格地考察生产企业的专业化程度,加强质量控制和生产管理,以及提高质量控制水平。同时,兽药行业发展还必须解决如何降低环保治理成本与人力成本的问题,以合适的量使用抗生素产品与安全规范的实施同样不可忽视。这些变化将导致兽药行业的资源重组,对于中小企业而言,面临的将是兼并联盟。因此,为了进一步打开市场,站稳脚跟,加强WT公司在兽药行业的核心竞争力优势,有必要重新梳理和规划WT公司的发展战略。本文将通过对目前国内外兽药行业及衍生领域的产业政策,产品研发、生产控制、销售管理以及售后服务水平等方面的现状进行研究,针对当前WT公司在上面领域的劣势,优势,机遇,威胁的一一剖析,对过去WT公司在国内市场行业背景下战略的解读和反省,从产业结构,产业布局,技术研发,企业文化打造,营销渠道等方面阐述了产业化战略；又进一步结合当前国内养殖规模化,集约化的现状,深入了解了养殖者选择兽药及相关医疗仪器等背后的用意,以此分析了WT公司目前存在的问题,面临的机遇和挑战,做出了产品走精品化,专业化的利基战略；为保障整体发展战略,将实施加强团队建设,打造企业文化,建立健全激励体制,加强财务金融管理,以及风险防范的措施。
[Abstract]:Veterinary medicine is an important resource to ensure the normal growth of animals and prevent and cure epidemic disease. At the same time, veterinary medicine is also an important support for animal husbandry. Therefore, veterinary drugs and derived diagnostic reagents and medical instruments not only protect the health and safety of animals, but also relate to the food safety of the people and bear the heavy responsibility of protecting human health. According to statistics, there are more than 600 veterinary drug enterprises in China with 29 dosage forms and about 2,000 varieties. Some of these products will be exported to North America, Europe and Africa. In Southeast Asia and other regions, the compound growth rate of the total industrial output value of veterinary medicine industry exceeded 20% in 2001-2011. In addition, in recent years, the state has accelerated some related measures, such as GSP certification, industry planning, technology updating, and so on, in order to accelerate the integration of veterinary medicine industry. WT Livestock and Veterinary Pharmaceutical Co., Ltd. is a high-tech enterprise specializing in the research and development, manufacture and promotion of animal husbandry and veterinary related products. Founded in 1992, our products include animal drugs, test reagents, animal logos, veterinary medical devices and machinery, etc. After 20 years of wind and rain, the total scale of the company is over 100 million, and many products have a place in the industry Have high popularity and good reputation. At present, the market capacity of veterinary medicine industry has slowed down, but rigid demand will not change in a short period of time. China has always been the largest potential market for veterinary drugs in the world, and companies in the industry will also compete fiercely in the Chinese market. However, with the intensive development of the aquaculture industry, the industry needs new layout and requirements. More and more attention has been paid to biological veterinary drugs, Chinese veterinary drugs, and other aspects of preventive health care and biosafety construction. More strictly investigate the specialization of production enterprises, strengthen the quality control and production management, and improve the quality control level. At the same time, the development of veterinary medicine industry must also solve the problem of how to reduce the cost of environmental protection management and labor costs. These changes will lead to the reorganization of resources in the veterinary medicine industry, for small and medium-sized enterprises, will face a merger alliance. Therefore, in order to further open the market, stand firm, strengthen WT's core competitive advantage in veterinary medicine industry, it is necessary to rearrange and plan the development strategy of WT Company. This paper will study the current situation of domestic and foreign veterinary medicine industry and derivative industry policy, product research and development, production control, sales management and after-sales service level, aiming at the current weaknesses of WT in the above areas. Analyze the advantages, opportunities and threats one by one, interpret and reflect on the past WT company's strategy in the domestic market industry background, from the industrial structure, industrial layout, technology research and development, corporate culture building, Marketing channels and other aspects elaborated the industrialization strategy, and further combined with the current situation of large-scale and intensive domestic aquaculture, we deeply understood the intention behind the selection of veterinary drugs and related medical instruments by breeders. Based on this analysis of the existing problems, opportunities and challenges faced by WT Company, we have made a niche strategy of making products high-quality and specialized. In order to ensure the overall development strategy, we will strengthen team building and create corporate culture. Establish and improve the incentive system, strengthen financial and financial management, and risk prevention measures.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F272

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